UPMRC opens up Agra Metro for advertising rights across 9 stations

Uttar Pradesh Metro Rail Corporation (UPMRC) has announced a fresh tender inviting bids for the licensing of co-branding and inside advertising rights across nine metro stations on Corridor-1 of the Agra Metro project, spanning from Taj East Gate to RBS College.   

The tender, identified as AGAR-11, opens up a significant opportunity for brands and media players to tap into high-footfall transit environments in one of India’s key tourism-driven cities. The scope includes the rights to design, install, manage, operate, and commercialize advertising formats within the selected stations, along with co-branding opportunities that extend to semi-naming and brand integration within station premises.   

The nine stations covered under this tender include Taj East Gate, Shaheed Captain Shubham Gupta, Taj Mahal, Dr. Ambedkar Chowk, Mankameshwar, Medical College, Agra College, Raja Ki Mandi, and RBS College—each offering varied formats and audience profiles across elevated and underground infrastructure.   

UPMRC is seeking bidders who can not only leverage these spaces commercially but also enhance the visual and experiential quality of the metro environment through high-quality advertising. The initiative is positioned as part of the corporation’s broader strategy to augment non-fare revenue while transforming metro stations into premium advertising destinations comparable to global transit hubs.   

The license period for the project is set at three years, with bidders allowed to apply for one or multiple stations depending on their financial and operational capacity. The model is structured around a Minimum Annual Guarantee (MAG), with the highest bidder for each station securing the rights, subject to meeting eligibility criteria.   

As per the tender timeline, the bid submission process began in April 2026 and will close on May 11, 2026, with bids scheduled to be opened the following day. A pre-bid meeting has also been scheduled virtually to address stakeholder queries and align expectations ahead of submissions.